DemoGraphics:PACKAGING
DemoGraphics: Packaging is the fourth book – researched, written and designed by Mark and Keith of Absolute Zero Degrees, for Rotovision. The book explores the vital, commercial relationship between design, marketing, and target audiences.
DemoGraphics is the first series of design books to examine how successful designs target specific audiences. Where other design books explore the ‘what?’ and ‘why?’ of design, DemoGraphics: Packaging dissects the ‘who?’
Through a huge selection of great examples from UK design companies like Pearlfisher and internationally acclaimed agencies like Turner Duckworth, as well as independent agencies like Hatch and Meat and Potatoes, the authors examine how packaging is designed to appeal to specific groups based on gender, age, socio-economic group, disposable income, profession and shopping habits. Case studies and interviews with designers and brand owners explain how and why specific choices have been made.
DemoGraphics: Packaging also offers designers an inspirational palette of ideas designed by Absolute Zero Degrees, showing materials, typography, photographic styles, and iconography.
Section headers were illustrated by Ian Keltie.